New Aus Gov campaign from M&C Saatchi looks to encourage a career in carer roles

The Australian Government has launched a new campaign to raise awareness around the employment opportunities in the care sector.

The ‘A Life Changing Life’ campaign, which comes via M&C Saatchi Melbourne, tells the stories of real care and support workers, and the people they support with the aim of encouraging uptake in care roles.

According to the Australian Government tenders website, the department of Department of Social Services has awarded a $5.84 million contract to Universal McCann from 1 June to 2021 to 30 June 2022 for advertising services, and awarded M&C Saatchi a and a $1.24 million from 9 April 2021 to 31August 2021.

According to the campaign, the National Disability Insurance Scheme (NDIS) and Australia’s ageing population means this sector will require growth in the coming years, with increased numbers of skilled workers required.

The campaign reports a key driver for people working in the care and support sector to be “the warm and mutually beneficial relationships they develop with the people they support”.

‘A Life Changing Life’ shares some of these stories,”in a bid to boost knowledge about the diversity and value of the work, and disrupt outdated perceptions”.

M&C Saatchi executive creative director Emma Robbins said that this campaign was incredibly important, and an inspiring one for her team to work on.

“The strength and character of the people we’ve met and featured, and the value of the relationships they share together will work to raise awareness about how rewarding, mutually beneficial and ultimately life changing a job in the sector can be.”

The campaign will run across television, OOH, digital and social media channels, with strategic deployment in hopes of reaching the target of attracting 140,000 to the care and support sector by 2024.

This morning, Mumbrella reported that M&C Saatchi group creative director Andy Flemming will depart the agency at the end of the month, after his role was made redundant.



Client: Australian Government Department of Social Services

Agency: M&C Saatchi
Managing Director – Michael McEwan
Executive Creative Director – Emma Robbins
Creative Director – Russel Fox
Copywriter – Daniel Borghesi
Head of Strategy – Mike Hyde
Business & Operations Director – Jayne Brady
Senior Client Lead – Magda Majorek
Senior Account Manager – Amy McKay
Account Executive – Jess Riordan
Senior Producer – Zoe Rixon + Sheridan Wadelton
Integrated Designer – Michaela Cover-Clare + Richard Sellies
Production Company – The Directors Group
Executive Producer – Craig Griffin
Director – Hamish MacGregor
Post Production – Mr Fox
Producers – Clare Lehner & Beck Read
Editing – Andy Stalph & Drew Moden
Colourist – Abe Wynen @ Crayon
Sound Studio – Bang Bang Studios
Sound Design – Tristan Dewey & Sam Hopgood
Sound Producers – Holli Dee & Polly McGregor
Stills – Josh Robenstone
Stills Producer – Amy Henderson
Editing – Ollie Knocker

Media agency: UM


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